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Radio as a brand … from medium to hot!
Steve James, ESOMAR, Radio Conference, Geneva, June 2004
Commercial Radio Australia is the peak industry body representing over 250 commercial radio stations throughout Australia.
Commercial Radio Australia is the peak industry body representing over 250 commercial radio stations throughout Australia. The industry is focused on growing the radio share of total advertising revenue from 8% where it has remained static for over a decade. This paper explores some of the strategies that have been developed and implemented to achieve this goal. It features an overview of the research undertaken to date that has underpinned the overall brand strategy. The strategy demonstrates a unified Industry approach spearheaded by an AUD$20 million commercial radio advertising campaign. The campaign has assisted in delivering against primary Commercial Radio Australia marketing objectives: to increase awareness of radio’s strength as a branding medium; increase radio’s share of Advertising Expenditure with both national and local clients; and increase share of spend with current radio advertisers. After six months on air, the preliminary research results have been extremely positive and radio advertising revenue growth for the eight-month period year on year has been nearly 10%. It is clear the strategy is assisting in the growth of radio advertising revenue.
Measuring brand equity of radio stations in order to predict future listening behaviour
Dominique Vercraeye and Daniël Poesmans, ESOMAR, Radio Audience Measurement, LA, Junet 2003
Taylor Nelson Sofres has an in-house tool, the ‘Conversion Model’, which allows prediction of the evolution of radio audience in the case of future competition.
Taylor Nelson Sofres has an in-house tool, the ‘Conversion Model’, which allows prediction of the evolution of radio audience in the case of future competition. Applied in Belgium to the Dutch radio market for the benefit of the ‘VRT’ group, the model allowed estimation of the future loss of market share to be sustained by the group. The significance of the model lies not only in the fact that it constitutes an extremely efficient predictor of the future behaviour of the audience, but also in the fact that it allows description of the marketing means to be implemented in order to retain the most vulnerable audience.
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